Greg Hywood has joined in the attack on the beleaguered Collingwood president.

A number of prominent Australians want action to be taken against Eddie McGuire.

Fairfax Media chief executive Greg Hywood has added his voice to the growing number of high-profile Australians calling on the AFL to censure Eddie McGuire for "joking" that journalist Caroline Wilson should be drowned.

"It is old style bullying, intimidation and physical threats and when challenged they are dressed up as a misunderstanding and just a bit of fun," Hywood said.

"It just isn't acceptable. McGuire has undermined the AFL's best efforts to expose the insidious impact of domestic violence in our community."

He called on Collingwood "to act if it is serious about its culture".

Hywood joins former Australian of the Year Rosie Batty, deputy opposition leader Tanya Plibersek, media personalities Meshel Laurie and Jessica Rowe, Wilson herself, and a host of other well known Aussies who have slammed McGuire for the comments.

The furore erupted after the statements made last Monday by McGuire, North Melbourne president James Brayshaw and former AFL star Danny Frawley, about the prospect of drowning the Wilson came to light on blogger Erin Riley's site.

In the recording, McGuire quips that Wilson should be dunked underwater, and then be kept there.

"In fact I reckon we should start the campaign for a one-person slide next year. Caroline Wilson. And I'll put in ten grand straight away, make it twenty. And if she stays under, fifty. What do you reckon guys?" McGuire says at one point in the explosive broadcast.